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Five ways video insight will revolutionize your market research in 2019

Tom Higgins

- 21/01/2019

2018 was a hugely exciting year for us here at Voxpopme. From the launch of our video customer experience platform, VideoCX, to new partnerships and exciting new hires, it’s fair to say that it was a busy one! On reflection, it was an eventful year for the market research industry too, with trends such as automation and the continued rise of emerging methods, such as online communities and mobile surveys, taking center stage. Now that the dust has settled on 2018, we take a look back on an outstanding year in research and look forward to the future as we explain how using agile video in qualitative and quantitative research can revolutionize your insight program in 2019…

Getting close to the consumer

According to the final GRIT Report in 2018, forward-thinking companies embraced technology last year to get closer to what people really think. This resulted in far greater adoption of technologies that facilitate agile qualitative research, employed across a multitude of studies (quant and qual), as companies across the globe redefined their goals to focus on making the consumer accessible again. This was perhaps driven by the need to cut through the noise in a data-heavy world and researchers’ growing desire to understand and build empathy with consumers through real conversations.

Over time, there’s been a growing demand for greater speed and increased insight – but, at the same time, research budgets seem to be under constant pressure. And that’s why automation was one of the most notable trends of 2018. Is it a faster and cheaper way to carry out research? Absolutely. But in order to have staying power, automated tools must deliver insight that is impactful and memorable. Sure, research needs to meet the need for speed, but it also needs to go beyond facts and figures and find out the why. And that’s where automated, agile video research comes in to deliver in-depth insight, at speed and scale.

How agile video can revolutionize your research

Including video in qualitative and quantitative research can help companies humanize their insight and get to the bottom of what consumers truly think. The increasing popularity of video in consumers’ own lives is revolutionizing the way in which researchers are delivering scalable, affordable, qualitative research. Self-recorded consumer videos can now be collected in any study and when paired with video analytics platforms like Voxpopme, it’s possible to fast track end-to-end video projects.

This approach to video is a compelling way to deliver real human feedback. It’s an entirely different ball game to video market research of the past. Today’s automated video insight and analytics technology enable you to gather and understand hundreds of videos in just a few minutes so that you can find emotion faster. And there’s no need to hire a camera crew or to endlessly trawl through footage looking for insights either – in fact; you don’t even need to physically go to your consumers anymore. Instead, self-recorded videos are captured remotely, uploaded to your video analytics platform and instantly human transcribed, time-coded and quality checked, before being filtered and rated for sentiment. As a result, in a matter of clicks, you can discover the themes that matter most and share them with your stakeholders. Sound good? Here’s how video can transform your research in 2019:

Video empowers consumers

Video empowers consumers because they feel like you’re listening to them and hearing their individual needs. It allows them to share their experiences in their own words, which improves engagement and helps them feel closer to your brand. Most of all, video makes your consumers feel that their opinion really matters. Think about when you’ve written a text-based response – did you really write down everything you thought? How about ticking boxes in a survey, or measuring responses on a scale – did they represent what you were truly feeling? Probably not. And that’s why video is a game changer: because it affords consumers a greater level of expression that feels like it will be heard.

Video reduces survey fatigue

The days of traditional text-based surveys or lengthy tick-box questionnaires are numbered. Instead, consumers are turning to video for a frictionless and fun way to share their thoughts and opinions. It’s a much easier way for them to express themselves than closed-end questions or tired text boxes, and it’s much quicker too! Not only that, but video is fun – and thanks to the broad range of selfie style video responses available, there’s a variety of ways for people to get involved and share their thoughts including in-store shop-along videos, experience-based feedback, in-home product testing and more. With video, consumers can express and articulate their thoughts and feelings anytime, anywhere which significantly reduces survey fatigue – something which was a growing concern in the market research industry last year.

Video enriches consumer understanding

Video allows you to cut through the noise to obtain raw, unfiltered stories direct from your consumer. It delivers more depth and emotion than scores alone, helping to bring a richness to your results and allowing you to uncover the human stories that often get buried in a data-heavy world. It also gives you unrivaled access to rich verbal descriptions and expressive body language, which means you can understand verbal and nonverbal communication clues to get to the bottom of what your consumers are thinking. That means you can uncover the why behind the what and make sure you truly understand what makes your consumers tick.

Video brings your data to life

To drive real change with research, we’re often told to tell stories – but sometimes it can be hard to find those stories in our burgeoning datasets. Video can help by making consumers the narrators of their own stories, turning them into much more than a statistic. These stories are easily collected by putting agile video in qualitative research or integrating video directly into quantitative studies. Either route helps you tap into real, human feedback that is far more revealing than data alone. Humans are not rational information processors, and we can’t keep using data alone to second-guess what consumers think and feel. Instead, we need to humanize data and bring it to life, so we can build empathy and start to add context to the numbers.

Video engages executives

Forbes revealed that 59% of executives would rather watch a video than spend time reading text-based alternatives. But why? Well, video stands out in the age of ‘information overload.’ The fact 90 percent of the data in the world was generated in the last two years further emphasizes the need for more engaging ways of communicating research – especially if reports are going to be memorable. It’s not that executives aren’t interested in facts and figures anymore, they certainly have a role to play, but when we’re drowning in data, video cuts through the noise.

It can be too easy to ignore graphs and charts. However, by sharing real video snippets of real consumers sharing real opinions, you can command the attention of your stakeholders and make your research stand out. Ultimately, this ensures consumers’ stories are heard by the people that matter and drive positive change across all departments of your organization.

Ultimately, 2019 is set to be an exciting year for video market research. Executives’ insatiable desire for human insight is driving positive change in the space. While 2018 saw researchers lay strong foundations for agile video, the pace of adoption is likely to snowball in 2019 as we see fast, in-depth insight repeatedly contributing to critical business decisions.

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